CHAPTER ONE
1.1 INTRODUCTIONS
The duties performed by a company
include the building of a unique brand name that will eventually fit a product
for easy identification.
A product is anything tangible that can
be offered to a market for attention, acquisition use or consumption that can
satisfy a want or need.
Product process tangible and tangible
attributes which include packaging service product also posses many
characteristics which include quality, features, styling, branding and
packaging.
Branding can be defined as a process of
using a particular names, signs, trade marks, symbols by manufacturers or
producers for easy identification of their products from that of competition
while brand is that part which can be visualized e.g. coke, 7up, thermocool
etc. for easy identification of product which can be consumer or industrial
product, branding is used as a unique form for instance flahs detergent powder,
vogue toilet soap and canon photo copying machine each of them contain a unique
symbol and sign which aid in differentiating product in the market.
Packaging is an activity involved in
designing and producing suitable container and wrapper of a product. This can
be primary and secondary form.
In a common consumer product e.g.
Hi-clean scouring powder and flash blue detergent powder, the plastic ontainer
that house the scouring powder and the paper carton which contain flash
scouring powder and flash detergent as secondary package.
All those protection product from being
damage and his appeal directly and indirectly to the consumer.
Packaging is essential as promotional
instrument to the producers and sellers consumer re-use packaging for example
bourn vital paper packs are used by little kids to make many structure such as
toy cars, toy lorries and toy game posts. Pronto wives for storing purposes.
This study will be mostly concerned
about how branding and packaging have been effective tools for product
differentiation in marketing of consumer products.
Marketing is defined by Philip Kotler
(1988) as a social and management process by which individual and group obtains
what they need and want through creating and exchanging products and value with
others. Another definition says “marketing is the management process
responsible for identifying, anticipate and satisfying consumers requirement
predictability. Form this definition of marketing it is seen that it is only
branding and packaging that consumer can recognize their loyal brand and as
such they can make a repeat purchase for instance different colours of
detergent package consumers to differentiate their choice and type and this
form loyalty to that brand that eventually established and developed.
Branding is very important and helps
producer since:
i.
It encourage repeat
purchase at lower cost to the producer
ii.
It develops loyal
customers to that brand through repeat purchases.
iii.
It builds up corporate
image of the organization
iv.
It leads to product
identification and protection
1.2 STATEMENT
OF RESEARCH PROBLEM
In
any research work, certain problem are usually identified for the study to
solve. It is the way a problem is defined that governs the ability of decision
makers to search and identify appropriate solution. In this regards, below are
the study;
i.
What are the problem
consumer face in their choice of brand and how has branding and packaging been
effective in marketing of consumer products?
ii.
Hs there been any
benefit that the consumers and producer get from branding a product?
iii.
Have branding packaging
not been considered to be ways of deceiving consumers of the quality of that of
an advantage of the corporate image of the organization?
iv.
How could be consumer
who suffered disappointment due to poor quality of the product be identified
and then compensated so that he could make a repeat purchase?
1.3 AIMS AND
OBJECTIVES OF THE STUDY
This
research work will be useful for practical purpose which shows how the
attributes to the products in relation to branding and packaging as an added
quality, can help or assist in marketing of product.
Other purpose of the study are itemized
below:
i.
To investigate and find
out result whether packaging and branding helps in differentiating consumers
product in relations to soap and detergent manufacturing industries.
ii.
To know whether branding
and packaging serve as promotional instruments.
iii.
To carry out
investigations on the effect of branding and packaging in creating and
stimulating repeats purchase.
iv.
To carry out
investigation on how consumer choose their brand and factors that influence their
choice and how to treat the factors.
v.
To identify the brands
of soaps carried out by Global soap and detergent industries limited that is most beautiful
and to identify different types of packaging sizes and structures.
1.4 SIGNIFICANCE
OF THE STUDY
Apart
from the benefits the researcher stands to gain from this study, the study will
be of greater benefits to the organization in question. This project related to
why is necessary and worthwhile to understand the study and the importance of
it is the consumer and producer of a special product.
i.
The study of branding
and packaging as effective tools for product differentiation in marketing
consumer products.
ii.
The economic and social
importance of consumer product particularly toilet soap and detergent, powder
soap to
economy of great importance and any study that would enhance the producers
success.
The significance
of the study can be explained with respect to the following.
i.
Discipline:
this study is importance to the discipline of marketing as it relates to
branding and packaging as tools for product differentiation.
ii.
The
society: This study will also be of benefit to
the whole society as it is relevant to branding and packaging as a tool for
product differentiation.
iii.
Business
organization: this study is limited to any global
soap detergent the
and how they can manage their soap or differentiate if from other soap.
iv.
It is part of the
requirement for the award of Higher National in marketing and it will enrich
the knowledge if the writer.
1.5 SCOPE OF
THE STUDY
This
study can not cover all product that required branding and packaging.
Therefore, an attempt is made to limit this research to the study of soap and
detergent in global soap and detergent industry limited, Ilorin Kwara state.
The scope of the study is limited to the
business organization
1.
Concept:
this study is limited to the business organization
2.
Industrial
scope: this study cover the area of branding
and packaging as a tool for product differentiation is the marketing consumer product
in .
3.
Territory
scope: This study is expected to cover all
Global soap and detergent industries in .
1.6 LIMITATIONS
AND CONSTRAINTS OF THE STUDY
Gathering of all needed data in most
studies is usually met with a number of obstacles and constraints.
1.
Financial barriers
stand as a big constraints during exercise and had limited the full success of
this study. This is because a lot of money was required administer
questionnaires do also the time deusted to conduct the interview was base upon
looked appointment which was not reliable for several days.
2.
Lack of cooperation of
some respondent because of their tight schedule particularly the market women
who were always buy attending to their customer. This I was often asked to make
repeat call.
However, despite
all these constraints the research believes that this study achieve the desires
objective.